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Notes on websites, brands and clients.
Short pieces, written the way I would explain things if we were talking. About websites, landing pages and brands, so your page looks good and also brings people in.
How to hire a freelance web designer (and what to ask before you sign)
What to look for in a portfolio, the questions that prevent rework, and how to work well with a remote designer in another country.
Read articleSeptember 26, 2026 · 3 min readWebsite for a clinic or private practice: what the page needs so patients book
From the first screen to the booking button: how to organize a healthcare website for people who arrive with doubts, urgency or worry.
Read articleSeptember 26, 2026 · 2 min readIs your website working? The 4 questions that answer it
Did people come, where from, did they reach the offer, did they contact you. How to measure what matters on your website without drowning in charts.
Read articleCase studies
Landing page for a neuropsychology practice
A neuropsychological assessment explained in the words families use every day.
Landing page · UI/UXLanding page for an affordable dental clinic
For people who feel nervous about the dentist, the page explains the first visit before asking them to book.
Landing page · UI/UXLanding page for a paediatric cardiologist
For parents worried about their child's heart: plain language and booking always within reach.
Sales page · UI/UXSales page for a medical dermatology course
A course for doctors, presented with the seriousness and clarity this audience expects.
Landing page · UI/UXLanding page for a neuropsychologist in São Paulo
A neuropsychologist with a premium practice feel, without losing the warmth.
Landing page · UI/UXLanding page for a nutritionist specialising in menopause
For women in menopause, the page starts with the symptoms they feel every day.
Landing page · UI/UXLanding page for a paediatric dentist in Vitória
A children’s dental practice that parents already feel good about before they arrive.
Brand identity · GuidelinesBrand identity and visual system for X-Lab
An identity with clear rules, so anyone on the team can apply it without getting lost.
Visual identity · BrandVisual identity for an agro-extractivist association in Amapá
A brand for people who live from the forest, on the banks of the Araguari river.
Visual identity · BrandVisual identity for a natural products brand
A natural products brand that shows where it comes from: the seed, the leaf and the wood.
Product · UIMentoring platform for business owners
A mentoring programme with many areas needs to show the next step every time someone logs in.
Presentation · Information designOnboarding timeline for the clients of a finance outsourcing firm
The client signs the contract and, in the very first meeting, sees the whole path to the first month-end close.
Product · Own project · LiveMap Social: a map that connects people to the social projects near them
Own project, live and in development. The social projects already exist. What is missing is people finding them.
Campaign · Ads · Feed and storiesAds for a finance outsourcing firm
Three messages, two visual styles and the offer with its price in plain sight, ready to test in feed and stories.
Campaign · Video · PrintRetail campaigns for Eletro Shop
A store offer has to be read in a second: product, price and where to buy.
Social media · StoriesStories for a management and accounting consultancy
A tax change is a technical subject. Store owners need to grasp the risk in a second.
Social media · CarouselInstagram content for a delivery app
A delivery app that shows up in the feed every day without turning into a flyer.
Illustration · Personal project